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The way to a consumer’s heart nowadays is through all things tech. Or so it might seem when you come across Kansai Nerolac Paints calling its latest launch of interior emulsion High-Definition paint. The company claims this is a first in the paint industry.
Yatnesh Pandey, Senior Manager - Marketing, Kansai Nerolac, explains that elements called micro-embedded brightness boosters are put into the pigments to make them look brighter and ‘cleaner’. “It’s like adding Ujala to your clothes,” he says, adding that there is more gloss and better reflection off these paints.
Research has shown that consumers are moving from looking at functional benefits to the indulgent. The concerns for exterior paints are mostly to do with protection from dust and the elements, while the quality of paints used inside speaks to the status and pride of the people living inside the house, says Pandey. Whether it is cameras or TV, the flavour of the moment is HD technology, which serves up clearer pictures, and this was one of the insights that went into the creation and naming of this line. “Customers are able to relate HD to the functional features and the intensity of the colour,” says Pandey.
To add more colour, brand ambassador Shah Rukh Khan is featuring in a TV commercial that contrasts the excitement of a life lived in a house painted in glorious HD with an ordinary one. These paints, which come in Impressions 24 carat and Eco Clean ranges, come at a premium of 3-5 per cent to the standard interior paints in Nerolac’s range, says Pandey.
Nerolac is calling these paints a first but an executive from the paints business says these kind of paints, known as “clean colour systems”, are already sold by other companies. The effect depends on the raw materials used to make the paint; this variety uses particularly high-grade ones. Not all colours are clean and bright, he says, adding that orange, for instance, can look very dirty. That can be overcome by using sophisticated colourants, usually mixed with white.
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